Marketing
One of the main tasks of DFL Deutsche Fußball Liga GmbH is to allocate media exploitation rights for Bundesliga and Bundesliga 2 matches as well as for the Supercup and play-offs in Germany and internationally. DFL e.V. distributes the resultant income to recipients including the clubs in the Bundesliga and Bundesliga 2.
The media rights for German professional football are allocated every four years for four seasons at a time: the tendering process for the media rights, examined by the German Federal Cartel Office, is open, transparent and non-discriminatory. In this process, tenders are invited for audiovisual rights (video rights for live exploitation and delayed exploitation via the satellite, terrestrial, cable/IPTV, web and mobile distribution channels), audio exploitation rights (rights for (live) radio coverage, including via the radio, web and mobile distribution channels) and exploitation rights for digital advertising and information systems (rights to broadcast video via outdoor digital advertising spaces in public) in the form of various live and highlight packages. Interested companies can register with DFL GmbH for the invitation to tender. In the next step, the DFL sends the registered companies a procedure letter that contains the schedule as well as the procedural rules for implementation of the invitation to tender, the procedure for submitting bids, and the criteria and procedure for the allocation of the rights packages for which tenders were invited. Following the comprehensive bidding and allocation process, the rights holders for media exploitation of the Bundesliga and Bundesliga 2 are determined in the context of a carefully considered allocation decision.
